This is the first 1,000 characters of 4124 words (16.5 pages) in the essay titled Marketing Analysis
The assignments mainly consists of the following parts:
Firstly, an analysis of Ecover’s current position in the market.
Secondly, how Ecover is changing its competitive strategy.
Thirdly, consumer behaviour towards detergent.
Finally, an outline for new marketing strategy for Ecover to enter the supermarket.
Ecover was founded in 1979 by Frans Bogaerts.It was a modest little detergent company in Malle in northern Belgium. Pierres Magnin a successful Swiss businessman dealing with pharmacies and health food stores, suggested Bogaerts to develop an eco-friendly detergent free of harmful chemicals (which was to be banned by the Swiss government as a part the proposed environmental regulations). Thus they entered the detergent market in Swiss and other key markets. Environmental disasters have made more and more people aware of the urgent need to protect the natural environment.
3 Marketing Audit
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